What should the hero section of my contractor homepage say?

The top of your homepage has about three seconds to answer a homeowner's silent questions: what you do, where, and why you over the other guy. We use a StoryBrand approach — make the customer the hero, not your company. Lead with a clear headline naming the service and outcome ("Reliable AC repair across Tampa Bay — same-day service"), a one-line subhead on your differentiator, and a single obvious action: call or get a quote.

Include a trust cue in view without scrolling — star rating, years in business, or licensed-and-insured — and a real photo of your crew or work, not stock. Avoid the common mistakes: a vague slogan, a giant logo, or three competing buttons. One primary call to action beats five. Once you have traffic, we A/B test the headline and button copy against real conversion data.